Analisis Peningkatan Produk Laptop Melalui Brand Attitude Dan Brand Credibility (original) (raw)
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Jurnal Manajerial dan Kewirausahaan, 2023
Industri barang tahan lama di Indonesia saat ini mengalami peningkatan konsumen sebagai imbas dari masa pandemi COVID-19. Sektor industri alat komunikasi terus berkembang setiap tahun oleh karena minat masyarakat akan membutuhkan alat komunikasi pada masa pandemi ini salah satunya adalah laptop. Hadirnya beberapa brand besar laptop berlomba untuk menciptakan persaingan kompetitif dengan menyesuaikan harga yang ekonomis. Pentingnya membangun brand loyalty untuk membuat konsumen merasakan nilai tambah dari suatu produk dan mendorong ekuitas merek perusahaan terhadap konsumen melalui pengaruh brand communication, brand image, dan brand trust. Penelitian yang dilakukan bertujuan untuk menganalisis pengaruh brand communication terhadap brand image, menganalisis pengaruh brand communication terhadap brand trust, menganalisis pengaruh brand image terhadap brand trust, menganalisis pengaruh brand trust terhadap brand loyalty, menganalisis pengaruh mediasi brand trust terhadap brand communication dan brand loyalty, menganalisis pengaruh mediasi brand trust terhadap brand image dan brand loyalty, serta menganalisis pengaruh mediasi brand image terhadap brand communication dan brand trust. Populasi yang digunakan dalam penelitian ini adalah pengguna laptop di Jakarta dengan sampel yang digunakan sebanyak 110 responden. Metode pengambilan sampel menggunakan purposive sampling dengan menyebarkan kuesioner secara daring kemudian dikelola menggunakan aplikasi SmartPLS versi 4.0.8.5 serta menggunakan teknik Non-probability sampling. Hasil penelitian ini dapat diartikan memperoleh hasil bahwa adanya pengaruh yang signifikan dan positif antar variabel yang diuji dalam penelitian ini.
Analisis Ekuitas Merek Laptop Pada Mahasiswa Institut Pertanian Bogor
Jurnal Ilmu Keluarga Konsumen, 2010
The brand has role to bridge the consumers' expectations and companies' promises. Prestigious brand can be said to have strong brand equity. This research had objective to analyze brand equity of laptop products among Bogor Agricultural University (IPB) students. Meanwhile, the detail purposes in this research are: (1) to analyze the behavior in using the laptop products, (2) to analyze brand equity elements (brand awareness, brand association, perceived quality, and brand loyalty) among IPB students, and (3) to find out the correlation between top of mind and laptop brands that have been used by IPB students. This research used cross sectional study design with total sample 200 students. The determination of total samples in each faculty used proportional sampling. The process to select sample was executed by convenience sampling that was selecting the samples based on availability to fill up the questionnaire and interview that appropriated with the quota in each faculty. The laptop brand that has been mostly used and possessed is Acer. The duration of possessing the laptop mostly was 10 months until 18 months. Most of laptops were bought by parents in new products. On the brand awareness elements of brand product, Acer generally got the better spot, then it was followed by Toshiba, HP Compaq, and Axioo. The testing of brand association with using Cochran test showed that the smallest association was obtained to Acer brand. It was because the other brand, such as Toshiba, HP Compaq, and Axioo had all associations that adhere to consumers. The perceived quality that was tested by Customer Satisfaction Index (CSI), referred that index satisfaction of samples about Acer, Toshiba, and Axioo brand had satisfied level. Meanwhile, the samples that used HP Compaq had very satisfied level. The Importance Performance Analysis (IPA) showed that only Toshiba brand that was the most excellent in which none atribute which was fixed. For brand loyalty element, HP Compaq brand had the most high loyalty of consumer than the others. The Chi Square test showed that the correlation between top of mind and laptop brand that used was consistent that indicated top of mind was suit with laptop brand that used.
2019
Penelitian ini untuk Menentukan Pengaruh Kualitas Produk, Citra Merek, Merek Loyalitas dan Materialisme terhadap pengguna produk Laptop Asus. 60 responden sampel dalam penelitian ini dengan mendistribusikan kuesioner sebagai pengumpulan data teknik. Hasil penelitian ini menunjukkan bahwa faktor kualitas produk, merek gambar, saluran materialisme secara simultan atau bersama-sama berpengaruh signifikan terhadap loyalitas merek pengguna produk laptop ASUS di kota Samarinda dan di antaranya variabel independen yang diteliti, menunjukkan bahwa citra merek variabel miliki pengaruh dominan terhadap loyalitas merek pengguna produk laptop ASUS di kota Samarinda
Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan pembelian Laptop Asus di Kota Singaraja
Bisma: Jurnal Manajemen
The purpose of this investigation was to assess how the influence of brand perception and product quality on purchasing decisions of Asus brand laptops in Singaraja City, simultaneously or partially. The approach used is causal quantitative and the sample selection is done randomly (random sampling). A total of 100 respondents became the sample involved. The instrument used in this study was a questionnaire to collect data, and data analysis techniques used multiple linear regression analysis. The conclusions of this study are, (1) Product quality and brand perception have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (2) Product quality has a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (3) However, brand image does not have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City
2017
The problem in this study is the influence of brand image on the decision to purchase Asus laptop products at CV Global Technology Nganjuk. This study aims to determine whether variable brand image affects the purchase decision of Asus laptop products at CV Global Technology Nganjuk. The benefits of this research are to increase the product brand image so that it can compete with other products and add experience in the marketing field, especially in relation to the creation of a good product brand image in the eyes of consumers. The population in this study were consumers of CV Global Technology Nganjuk Sample taken as many as 57 respondents and the technique of taking it using accident sampling technique. Data analysis method used is descriptive quantitative using simple linear regression. The results of the simple regression test equation obtained by Brand Image variable regression coefficient has a positive direction in its influence on purchasing decisions. Where is the relatio...
Jurnal Manajemen dan Bisnis Indonesia
The main purpose of this study is to investigate the relationships among brand equity, brand preference, price and purchase intention. Moreover secondary aim of this research is examining the moderate role of country of origin image. Independent variables used in this research are brand equity, brand preference and price. Data were collected from 500 students in Batam who recognized the selected brand of laptop using judgmental sampling from 5 universities they are Universitas Putera Batam, Universitas Riau Kepulauan, Politeknik Negeri Batam, Universitas Internasional Batam, and Universitas Batam. Hypotheses were tested using SPSS program version 21. Results indicated that brand equity, brand preference and price positively influence consumer’s purchase intention. But results unsupported moderating role of country of origin image in the relationships among brand equity, brand preference and purchase intention. Keywords: brand equity, brand preference, price, country of origin and ...
2018
This study aims to analyze and prove empirically. (1) the influence of Brand Awareness on Purchase Decision. (2) To analyze the effect of Perceived Quality on Purchase Decision.(3) To analyze the influence of the Brand Association on the Purchase Decision.(4) To analyze the effect of Brand Loyalty to Purchase Decision. (5) To analyze the Influence of Brand Awareness, Quality Impression, Brand Associations, and Brand Loyalty to Purchase Decision. Quantitative research type with survey approach. The population in this study is a student of Muhammadiyah University of Surakarta. Samples taken amounted to 120 people who had bought and used Asus Laptop, with purposive sampling method, the sampling is limited to the specific types of information that match the criteria of the researcher. Data analysis technique in this research use : (1) Test of instrument quality of data used validity test with Bivariate Pearson, (2) Test reliability with cronbach alpha, (3) Classic Assumption Test with N...
Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2021
Riset ini adalah penelitian kuantitatif yang bermaksud memahami pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian. Populasi riset ini yaitu konsumen laptop Asus yang tinggal dan beraktifitas di lokasiJakarta Selatan. Sampel yang diambil yaitu 75 responden, menggunakan teknik pengambilan sampel non probability sampling dengan metode sampel purposive sampling. Pengumpulan data diambil dengan cara melakukan penebaran kuesioner online berbentuk google form. Teknik analisa yang digunakan ialah metode analisa inferensial melalui PLS (Partial Least Square) yaitu SmartPLS 3. Hasil penelitian ini menunjukkan bahwa (1) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,332, (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,280, (3) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,315. Dengan Adjusted R-Square yang dihasilkan sebesar 0,707. Dengan kesimpulan bahwa telah diketahui, dibuktikan dan di analisa bahwa kualitas produk, harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian laptop Asus di Jakarta Selatan.
2014
This study aims to analyze the factors that influence consumers' product evaluations laptop product, and to analyze the most dominant variable when the consumer choose laptop product. The study is expected to provide information to consumers when evaluating a product especially laptop products. Based on the survey results revealed that the price variable (X1) of 2,616, the variable quality (X4) of 3,103, and store information variable (X5) of 2,593 significant effect on consumer evaluations because tcount>ttableiettable value of 1,985. While the brand variables (X2) of 0,435 and advertising variables (X3) of 0,396 no significant effect on consumer evaluations because t*<ttableiettable value of 1,985. Variable quality (X4) is the most dominant variable that effect on consumer evaluations in choosing a laptop products, because the quality of variable regression coefficient is greater than another variables, that is equal to 0,411. From the F test analysis result values obtai...
Jurnal Pendidikan dan Pembelajaran Khatulistiwa, 2022
The result of this study have two objectives, namely : 1) Knowing the influence of brand personality on Acer laptop customer loyalty on economic education students FKIP TanjungpuraUniversity, 2) Knowing the brand personality indicators that have the most influence on Acer laptop customer loyalty On Economic Education students FKIP Tanjungpura University. The results showed 1)there was an influence of brand personality on Acer laptop customer loyalty on Economic Education students FKIP Tanjungpura University. Based on the simple regression test, it shows that the influence of variable X on variable Y is positive. The proportion level of the influence of brand personality on customer loyalty is 8,1% with a positivr value. 2) The indicator of brand personality that has the most influence on customer loyalty for Acer laptops is its sophistication. This is evidenced by using multiple regression test and obtained a hypothesis result of 2,176 > r table 1,996, while the four indicators of brand personality have no effect on customer loyalty. The research method used in this research is to use quantitive. The population is regular economics education a students who use Acer laptops with a sample size of 69 students.